Category: Quantum Brief

Mast & Meh: Cadbury’s lost connection; Thumbs up for WhatsApp, Dezerv & Thums Up

Thums Up's new campaign commemorating 75 years of India’s independence is an ode to inspirational people who’ve helped build India. (A still taken from latest Thums' Up ad)

Find out who made the cut and who got cut in this week’s Mast & Meh, Storyboard18’s weekly picks of the best and boring ads. Read on.

BCCI cricket sponsorship rights – what’s in it for Mastercard?

The title sponsorship spot with BCCI could play an instrumental role in bringing back the excitement in the credit card category, say experts. (File image)

Mastercard is set to replace Paytm as the title sponsor for BCCI’s international and domestic cricket matches till 2023. This move can put the credit cards major back in the spotlight which had shifted to digital wallets and BNPL products.

Leo Burnett India launches languages-focused practice LB Regional

LB Regional is also set to release a quantitative consumer survey in collaboration with YouGov across 10 states. Its aim: to indicate the opportunities that business leaders have by going into deeper pockets of India and share actionable insights, with focus on six key categories – food, fashion, health, money, mobility and relationships. (Representational image via Unsplash)

LB Regional will offer key services – research-driven strategy planning, creative solutions, and ad film production, focused on serving clients’ needs for regional markets.

Why did WhatsApp use a classic Hindi song for its user-safety campaign ‘Scam Se Bacho’

Conceptualized by BBDO India, the Scam Se Bacho ads have been directed by Shimit Amin, a film director and editor known for award-winning films like 'Chak De! India'.

WhatsApp and BBDO rework a nostalgic song like ‘Dekh ke Chalo’ to convey a strong message – ‘Scam Se Bacho’

Mast & Meh: Parle serves a crisp ad, a Licious biryani spot flops; plus Naukri, Duroflex, Redmi ads review

The new Naukri.com commercial scores high on relatability. (A still from Naukri.com's ad film)

Find out who made the cut and who got cut in this week’s Mast & Meh, Storyboard18’s weekly picks of the best and boring ads. Read on.

Throwback: Wah Taj! Effort that leads to perfection

Ustad Zakir Hussain. (Photo: Krupasindhu Muduli via Wikimedia Commons 3.0)

The famous television commercial featuring Ustad Zakir Hussain portrayed the perfection in playing the tabla as the result of hours of dedicated work, just like the work of a master tea blender.